Pure Flame Co: SEO for a US fireplace store
Pure Flame Co sold fireplaces from more than 50 brands online in the US. Essa worked there in-house for 16 months, first leading SEO, then running operations. From October to December 2025, the site showed up 71.7K times on Google and got 626 clicks. One buyer who found it on Google ordered a $2,599 fireplace.
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October to December 2025 on Google
From Pure Flame Co’s Google Search Console, 8 October to the end of December 2025.
Fireplace searches peak before winter, so the season helped. What matters is that the pages were there and ranking when buyers started searching.
Cited by AI assistants too
ChatGPT cited the store 540 times, across 125 of its pages. Microsoft Copilot cited it 64 times across 34 pages, and Perplexity 3 times.
Google’s AI Overviews and Gemini hadn’t cited it yet at that point. More buyers now ask an assistant before they search, so being the source it quotes is a new way to get found.
Links it earned on its own
1.5K links from other websites pointed to the store, from 1.2K different sites. Counting links that have since gone, the totals were 2K links from 1.4K sites.
None of them were bought or asked for. Essa didn’t pay for links or ask any site to link to the store. Other sites linked to it on their own.
Links from other websites help Google judge how far to trust a site. And links from many different sites count for more than lots of links from a few.
About this project
Pure Flame Co was an online fireplace store in the US. It sold electric fireplaces, gas fireplaces, inserts and wood stoves from brands like SimpliFire, Napoleon and Dimplex.
This was in-house work, before Leads Ireland. Essa joined in January 2025 to lead SEO. From April 2025 to April 2026 he ran operations as well: suppliers, quotes and customer questions, alongside the website.
The store has since closed, and its old web address now belongs to an unrelated site, so we don’t link to it.
What Essa did
SEO built around how people actually shop for a fireplace, and the day-to-day work that turned questions into orders.
- Topic maps for every categoryKeyword clusters for electric fireplaces, gas fireplaces, inserts and wood stoves, so each category had pages covering the searches buyers make. We plan SEO content for Irish businesses the same way.
- Blog posts that answer buying questionsComparisons, installation types, sizing, heat output, venting, how real the flame looks, and safety. These are the questions people ask before they spend $2,000 or more.
- Links from articles to productsEvery guide pointed to the right category pages, so a reader comparing options could go straight to the fireplaces that fit.
- Research on what sellsBest-selling brands, products and categories, used to decide which pages and campaigns came first.
- Quotes and buyer guidanceHelping customers pick the right model for their opening size, installation type, venting, heat needs, room and budget, and checking manuals and specs before quoting.
- Suppliers and product dataDealer approvals, account setup and product data from manufacturers and distributors, so more brands could be sold on the site.
A sample from the planning
This is one branch of Essa’s category map for the store: indoor gas fireplaces with direct venting, broken down the way buyers shop.
- Indoor fireplaces
- Gas fireplaces
- Direct vent
- Direct Vent Fireplaces
- Linear Direct Vent Fireplaces
- Traditional Direct Vent Fireplaces
- See-Through / Multi-Sided Direct Vent Fireplaces
- Corner / Peninsula Direct Vent Fireplaces
- Outdoor-Room / Luxury Direct Vent Fireplaces (optional)
- Direct Vent Inserts
- Traditional Direct Vent Inserts
- Contemporary / Linear Direct Vent Inserts
- Large Viewing Area Direct Vent Inserts
- Direct Vent Stoves
- Cast Iron Direct Vent Stoves
- Modern Direct Vent Stoves
- Compact Direct Vent Stoves
- Shop by Fuel
- Natural Gas
- Propane
- Shop by Style
- Traditional
- Modern
- Linear
- Multi-Sided
- Direct Vent Fireplaces
- Direct vent
- Gas fireplaces
The content plan was built around searches like these, each one a different path into the store:
A sale from Google search
$2,599order
This buyer found Pure Flame Co in Google’s free results, not through an ad, and ordered a LiteStar ZEF32X electric fireplace, with free shipping.
Fireplace buyers rarely buy on the first visit. They want to know it will fit, how it’s installed and how much heat it gives. That’s why the guides answered those questions, and why quotes checked them before an order went through.
How to read this
The numbers come from a Search Console screenshot Essa saved while he worked there. The store has closed, so they can’t be checked again today.
Fireplaces are seasonal, so clicks rose into December and fell after the holidays. A store like this needs its pages ranking before autumn, not during it.
For a current client, with the numbers before and after we started, see the Quilven case study.
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